As the Super Bowl vacuumed up media attention in the United States, it was easy to overlook an even larger spectacle happening on the other side of the world: the annual Lunar New Year celebrations in China, and the accompanying CCTV Spring Festival Gala.
Reaching more than 700 million viewers annually, the televised gala has traditionally been a must-watch event for families throughout China as they reunite for the holidays.
This year, CCTV reported that 138 million viewers watched the program via online streaming services, an increase of 41% from last year. Although only a minority of the gala audience, the figure dwarfs the entire audience for the Super Bowl via all channels, which reached 111.9 million for 2016.